JEFF McELROY
Graphic Designer/Art Director/Illustrator
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The photo shoot for this brand's main campaign image may have been more fun for me than for the rest of the team involved. I stayed warm and relatively dry while the model was asked to repeat her lap across the pool dozens of times on that chilled and rainy day as the photographer sat on the bottom in a diving suit with weights strapped to his legs. I also had everyone in the photographer's crew slapping the water's surface with plastic garbage cans the whole time to simulate ocean waves. Everyone was pleased with the results and their efforts were well met.
Jeff McElroy
campaign creation team
and lead campaign
Art Director
2012–2014
Giant Creative Strategy
Client: Boston Scientific
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In addition to the general retouching required in these main campaign photos, we also needed much more image than was available. These were all produced with the attention to detail needed to present well in high definition large format as well as online situations.
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One of my favorite pieces from this campaign gave me the opportunity to indulge my fascination with printed, dimensional, interactive design. When the direct mail card is opened a representation of the product slides across the affected area on a tab of clear plastic—bolstering the headline as it speaks to the products efficacy and ease of application. I thank my Production Manager for not calling me crazy (to my face).
Jeff McElroy
campaign creation team
and lead campaign
Art Director
2012–2015
Giant Creative Strategy
Client: Actelion
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This composite image I created illustrates the emotional journey of a Stage IA or IB mycosis fungoides-type cutaneous T-cell lymphoma (MF‑CTCL) patient.
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The team and I dove into this concept that illustrated deep efficacy as well as the confidence a clear and healthy complexion provide. The sebaceous gland hidden in plain sight provided the special interest and relevance that made this a page to stop on while flipping through the journal.
Jeff McElroy
campaign creation team
and lead campaign
Art Director
2010–2012
Giant Creative Strategy
Client: Coria
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We wanted to highlight the emotional component provided by this acne product over its clinical value. A tighter shot of our model's smile did the trick. Although, they might not have been smiling when they saw the acne I added to the photos afterward (upon eleventh hour client request).
Jeff McElroy
campaign creation team
and lead campaign
Art Director
2009–2012
Giant Creative Strategy
Client: Coria
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brush and ink
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416 13th Street
Oakland, California 94612
Brush and ink
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“The demographic for obscure and convoluted humor is vast and lucrative” said no one ever.
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—by Edgar Allan Poe
Ink and water color
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—a fable
Ink and water color
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The Loudermilk Sisters
Portland, Oregon
Adobe Illustrator
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Not sure that NSFW is the correct acronym, but headphones are recommended.
Brush and ink to Adobe Flash
Flash Player no longer available.
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Memoir of San Francisco author, Carl Hayes.
Adobe Illustrator
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Album cover
Acrylic ink
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in regione caecorum rex est luscus
Adobe Illustrator to animated gif
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I illustrated these "life" sized seated standees for a Halloween-themed office booth.
Brush and ink scanned with Adobe Photoshop finish
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Illustration for a role-playing game supplement by West End Games.
Pen and ink
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Spot illustrations for a role-playing game supplement by West End Games.
Pen and ink
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Pen and ink
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The first episode of an online, interactive comic strip which I cowrote, illustrated, and animated.
Pen and ink to Adobe Flash
Flash Player no longer available.
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I imagined the protagonist, Clive Argile, as Charlie Brown's neer-do-well uncle.
Adobe Illustrator
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I bought out all the zip-a-tone sheets in Berkley CA about 22 years ago—fearing the computer revolution.
Pen, ink, and Letraset sheet
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Adobe Illustrator
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An old friend contracted me to design a tattoo for her son. This was exactly what they wanted.
Brush and ink
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This is the web presence of my ongoing photo projects
thedeletedscene.com
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Installation instructions
Windows: Drag and drop the downloaded font file to your Windows\Fonts folder.
Mac OS X: Double-click on the downloaded font file, then click Install Font.
I've always taken issue with hand-drawn fonts ceasing to look hand-drawn as soon as the same character appears twice in a row. This typeface consists of only caps, but when capitalized produces a slightly different rendition. This helps maintain the illusion for another brief moment.
Pen and ink to True Type font
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Father and son Macromedia Flash project from quite a few years back.
Flash Player no longer available.
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My dream studio
SketchUp
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Logo for an upcoming food blog
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When discussing issues specific to fossil fuel altnps.org utilizes this insignia I developed for them.
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Adobe Illustrator
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Adobe Illustrator
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Adobe Illustrator
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Adobe Illustrator
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A post-it note doodle was the visual impetus for this brand. A day of sailing on the San Francisco Bay fleshed out the concept and brought it to life. Sometimes it's a tough job, but someone has to do it.
Jeff McElroy
campaign creation team
and lead campaign
Art Director
2008–2011
Giant Creative Strategy
Client: Actelion
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Community Cycling Center
1805 NE 2nd Ave
Portland, OR 97212
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Bike Camp Postcard
Community Cycling Center
1805 NE 2nd Ave
Portland, OR 97212
Come along for the slowly looping ride as a lone Muscae volitantes (floater) inexplicably gains sentience and tries its special best to decipher its own meaning as well as that of the baffling world beyond the retina where interaction is not a possibility.
floater is an in production online animated comic strip illustrated and written by Jeff McElroy. In an irreverent, awkward manner it deals with topics such as isolation, wonder, hope, and serenity.
"Floaters are deposits of various size, shape, consistency, refractive index, and motility within the eye's vitreous humour, which is normally transparent. At a young age, the vitreous is transparent, but as one ages, imperfections gradually develop. The common type of floater, which is present in most persons' eyes, is due to degenerative changes of the vitreous humour. The perception of floaters is known as myodesopsia, or less commonly as myodaeopsia, myiodeopsia, myiodesopsia. They are also called Muscae volitantes, or mouches volantes. Floaters are visible because of the shadows they cast on the retina or refraction of the light that passes through them, and can appear alone or together with several others in one's visual field. They may appear as spots, threads, or fragments of cobwebs, which float slowly before the observer's eyes. As these objects exist within the eye itself, they are not optical illusions but are entoptic phenomena.”
—Wikipedia, the free encyclopedia
I was honored to be a participant in the inception of this organization. The program director was looking for something raw that would amplify their desire to showcase work beyond the mainstream.
CatchLight is a San Francisco Bay Area-based non-profit dedicated to visual storytelling and the power of photography to drive social change. We serve as a transformational force, urgently bringing resources and organizations together to help photographers of all levels tell visual stories that have social impact.
Photography as a tool has never been more accessible, or more valuable, for sharing vibrant stories that evoke empathy across geographies and languages. By advancing the distribution of compelling images from diverse perspectives, CatchLight can plant seeds of curiosity, dialogue, inclusion, reconciliation and optimism.
